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Reverse Engineering the Search Rankings Determining How the SERPs are Ordered and What You Need

Reverse Engineering the Search Rankings Determining How the SERPs are Ordered and What You Need To Do to Rise to the Top. Rand Fishkin – April 2010. Content in this Presentation. What is Reverse Engineering Search Ranking Factors Applying the Process Examples in Action Q+A.

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Reverse Engineering the Search Rankings Determining How the SERPs are Ordered and What You Need

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  1. Reverse Engineering the Search Rankings Determining How the SERPs are Ordered and What You Need To Do to Rise to the Top Rand Fishkin – April 2010

  2. Content in this Presentation • What is Reverse Engineering • Search Ranking Factors • Applying the Process • Examples in Action • Q+A

  3. What is Reverse Engineering & Why Do It? It is: a process to determine how a system is constructed. In this case, Google’s ranking algorithm for a particular query & result list. Why Do It: To identify the disparity between our page and top ranking pages so we can be on top.

  4. Search Ranking Factors

  5. Trust & Authority of the Host Domain

  6. Homepage Toolbar PageRank?

  7. Domain mozRank

  8. Domain mozTrust

  9. # of Links to the Domain

  10. # Linking Root Domains

  11. Domain Authority

  12. Link Popularity of the Specific Page

  13. Toolbar PageRank?

  14. mozRank

  15. mozTrust

  16. # of Links

  17. Internal vs. External Link Counts

  18. # of Linking Root Domains

  19. Page Authority

  20. Anchor Text

  21. Exact Match Counts

  22. Word/Phrase Inclusion Counts

  23. # of Links vs. # of Linking Root Domains

  24. On-Page/On-Site Optimization

  25. Exact Match Root Domain Name

  26. Keyword Matching in the URL

  27. Title

  28. Other On-Page Elements

  29. Applying the Process to Real Life

  30. Step 1: Use Basic Data Before Digging Deep

  31. Step 2: Keyword Difficulty Can Be a Big Help

  32. Step 2 Cont: KW Diff Export to CSV Rocks

  33. Step 3: Advanced Charts for More Robust Analysis

  34. Data isn’t Perfect; Sometimes... We Speculate

  35. Examples in Action

  36. Puma Shoes #3 looks like it wouldn’t be that competitive

  37. The word “puma” is in the domain name, but it’s still weird that it ranks so well.

  38. That is an impressive quantity of exact match anchor text, but is it the whole story?

  39. Y!SE reports ~50% more links than Linkscape, which is a bit high. Perhaps they’ve done more link building since the last LS update (Yahoo!’s data is usually fresher)

  40. Laptop Reviews Let’s say I’m #6 (laptoplogic.com) and want to figure out how to get to spot #2 or #3

  41. Domain name match is certainly helping, as is the quantity of linking root domains to my homepage, but domain metrics look weak.

  42. Chocolate Chip Cookie Recipe Huge Opportunity!

  43. Closest to keyword match domain No exact match domains ranking! I smell a microsite in some lucky SEO’s future…

  44. Metrics of DA 30-40 and PA 20-30 will likely rank. A few thousand links from a few hundred domains are likely required, though.

  45. The Big Picture on Reverse Engineering

  46. Know What Actions to Pursue (and/or) What You Need to Compete • Do You Need • More Anchor Text Rich Links • More Domain Diversity in Your Links (Unique Linking RDs) • More mozRank/PageRank • More Trusted Link Sources (mT/DmT) • Better On-Page Optimization • Freshness / Social + Sharing Actions • Something Outside Metrics (Branding / Vince Optimization)

  47. Q+A

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